Ather energy: Crossing the chasm

Abstract

Electric Vehicle industry has been booming in India with government regulations supporting the manufacturing and distribution through subsidies. Two-wheeler is the largest segment that has been growing. Here we analyse the current electric vehicle situation in India and understand about Ather and other players. We also have analysed the supporting government policies or regulations and barriers that are hindering the adoption of electric scooters. By studying the current strategy of Ather through secondary research and primary research, we have gathered insights about Ather’s role in electric scooter segment. We have also suggested few recommendations that would help Ather reach early majority in India.